In recent years, Google users have developed one very specific complaint about the ubiquitous search engine: They can’t find any answers. A simple search for “best pc for gaming” leads to a page dominated by sponsored links rather than helpful advice on which computer to buy. Meanwhile, the actual results are chock-full of low-quality, search-engine-optimized affiliate content designed to generate money for the publisher rather than provide high-quality answers. As a result, users have resorted to work-arounds and hacks to try and find useful information among the ads and low-quality chum. In short, Google’s flagship service now sucks.
And Google isn’t the only tech giant with a slowly deteriorating core product. Facebook, a website ostensibly for finding and connecting with your friends, constantly floods users’ feeds with sponsored (or “recommended”) content, and seems to bury the things people want to see under what Facebook decides is relevant. And as journalist John Herrman wrote earlier this year, the “junkification of Amazon” has made it nearly impossible for users to find a high-quality product they want — instead diverting people to ad-riddled result pages filled with low-quality products from sellers who know how to game the system.
All of these miserable online experiences are symptoms of an insidious underlying disease: In Silicon Valley, the user’s experience has become subordinate to the company’s stock price. Google, Amazon, Meta, and other tech companies have monetized confusion, constantly testing how much they can interfere with and manipulate users. And instead of trying to meaningfully innovate and improve the useful services they provide, these companies have instead chased short-term fads or attempted to totally overhaul their businesses in a desperate attempt to win the favor of Wall Street investors. As a result, our collective online experience is getting worse — it’s harder to buy the things you want to buy, more convoluted to search for info
Cory Doctorow has a similar concept of enshitification:
Here is how platforms die: First, they are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. Then, they die.
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This is enshittification: Surpluses are first directed to users; then, once they’re locked in, surpluses go to suppliers; then once they’re locked in, the surplus is handed to shareholders and the platform becomes a useless pile of shit. From mobile app stores to Steam, from Facebook to Twitter, this is the enshittification lifecycle.
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Enshittification truly is how platforms die. That’s fine, actually. We don’t need eternal rulers of the internet. It’s okay for new ideas and new ways of working to emerge. The emphasis of lawmakers and policymakers shouldn’t be preserving the crepuscular senescence of dying platforms. Rather, our policy focus should be on minimizing the cost to users when these firms reach their expiry date: Enshrining rights like end-to-end would mean that no matter how autocannibalistic a zombie platform became, willing speakers and willing listeners would still connect with each other.
To add to this, I believe Tumblr has evaded some of this because of it having always had a niche audience and an abundance of porn. But the first steps of enshitification on Tumblr are the 2018 porn ban and the release of Tumblr live. Let’s be loyal to the community and not to the platform.
When Republican lawmakers and talking heads speak these days, this is what I hear:
“I HATE liberal cancel culture and believe in absolute free speech! I would also like to ban, do away with or silence Disney, NPR, Bud Light, the FBI and CIA, this big pile of books over here, M&Ms, Mr. Potatohead, college professors, any Democratic lawmaker I don’t want to hear speak, “wokeness,” any mention of diversity, drag shows, people who defend drag shows, people who defend people who defend drag shows, any mention whatsoever of the existence of LGBTQ people, this other big pile of books over here, the entire Department of Education, PBS and Oreos.”
It all makes perfect sense if you have too much time on your hands and too few functioning brain cells to process the meaning of the word “hypocrisy.” And it confirms that today’s mainstream Republican Party — the party of Donald Trump and Florida Gov. Ron DeSantis and Rep. Marjorie Taylor Greene and former Fox News host Tucker Carlson — has become the party of cancel culture, a bubble-dwelling collection of right-wing caricatures who speak an intolerant and often conspiratorial language most regular Americans, and particularly most younger Americans, can’t understand.
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